The other day I was talking to a friend about some ways to promote his business better. As we talked it occurred to me that I might be confusing him because we were not talking from a similar understanding or perspective.
So, I said, "let´s step back a little and make sure we´re singing from the same songbook.”
To make it easier (for both of us) I pulled out a pen and a legal pad and jotted down my “5 step local marketing system”.
(I know, it´s not nearly as catchy as "Guerilla Marketingï¿½? but it does work.)
Here’s the system:
Whenever you plan or implement your local marketing you need to have a very clear picture of:
1. The GOALS or objectives you want to accomplish
2. The MARKET you want to reach
3. The MESSAGE you want to deliver to your market
4. The MONEY you are willing to spend to deliver your message
5. The MEDIA you will use to deliver your message
Then (and only then)…
You should deliver your message to your market using multiple media, as often as possible within your established budget.
I suppose if I wanted to write a book, I should make this system more complicated so it takes 200 pages to describe it, but I guess that´s just not my style.
This little system works because it is simple to understand and easy to use. The great thing is, it takes much of the chance out of your local marketing efforts. It adds the powerful tools of repetition and focus to your campaign. And if you follow this plan for the long term, your results will always be better than if you don´t.
For a lot of you this is a review of the basics. But, as my high school English teacher loved to say "it never hurts to review the basics!ï¿½? (Why did she always look directly at me when she said that?)
So, as you think about how to best promote your local business, keep this handy system in mind. It will help you get more bang for your marketing buck.
Thanks for reading!